The Power Crane Association of New Zealand has become the Crane Association of New Zealand (Inc.). After 31 years of representing New Zealand's crane owners and operators, the Power Crane Association has reinvented itself to stay effective and on top of the industry over the coming decades. The organisation is recognised as the voice of crane owners, operators and users on all matters relating to the industry.

Chief Executive, Ian Grooby says, "We've taken this opportunity to rebrand the Crane Association with a fresher, more contemporary look with new logo and colours and underpinned by a strong positioning statement that encapsulates our prime focus: highest standard - safety first.

The new name, the Crane Association of New Zealand (Inc.), was prompted by a long, hard look at our past and future roles, Mr Grooby says. "Members realised that the Association had evolved beyond just representing the power cranes that it began with in 1975."

"We decided that the name change would describe us better as all classes of cranes are now covered by the Association." It's more in line too with the definition of a crane under legislation, he says.

The Association started in Wellington in 1975 with 21 members. Now, Mr Grooby says, it has increased its representation to attract slightly more than ten times that number, at 219 members.

"We are looking forward to a modern service industry that's far removed from the old power crane days. We take an influential and positive role at all levels of the industry, right up to regulators and legislators," Mr Grooby says, "and we are committed to the message of our new positioning line:highest standard - safety first."

The Association has considerable input into the Industry Training Organisation which is the standards-setting body for the crane industry so it's concerned both with future standards and future participants in the industry.

The name changes is effective from 1 December 2006. Mr Grooby says all Association office holders and address contacts remain the same, although there is a new website address: www.cranes.org.nz , but the existing address www.pca.org.nz will continue meantime to access the new-look website.